Abstract
This study was to explore the relationship among marketing mix, relational quality and post-viewing behavior in professional baseball team, and to suggest the detailed measures of effectual knowledge management activities for successful professional baseball team. For this, the research targeted spectators in the stadiums of Gwangju Kia Champions Field, Daejeon Hanwha Life Eagles Park. Except for eight questionnaires, final 292 out of 300 ones was statistically managed and SPSS 18.0 and LISREL 8.80 were used for statistical analysis. The result of this research was as follows:BR First, the marketing mix of professional baseball team are significant to relational quality. Second, the marketing mix of professional baseball team are significant to post-viewing behavior. Third, the relational quality of professional baseball team are significant to post-viewing behavior.
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